Target Opposition: A New Chapter in Marketing 101?
The other day, I’m picking up salmon in Potomac Village, an upscale crossroad with a gourmet market tucked between a few chains. The parking lot is expansive and features four EV charging stations, auspiciously placed up front… and typically occupied by a Tesla or BMW.
On this day, a blacked-out, 15-mpg Ram 1500 squatted in an elusive EV charging spot. Was the driver in a hurry? Picking up something heavy at the hardware store? Or, perhaps sending a message to the wealthy, liberal citizenry of 20854?
I’m making assumptions about this driver’s political leanings, but then again, aren’t perceptions the byproduct of branding?
In fact, a Scarborough study in 2021-2022 revealed that Ram owners index high (108) on voter turnout and the highest (165) on voting Republican. Ironically, Musk-mobile drivers index higher (140) than all other car brands on voting Democrat.
It seems clear that Ram has a target audience and EV buyers are the target opposition.
But is it intentional? (If not, how did it become this way?)
Does it help or harm sales, loyalty, and NPS?
Do the companies embrace it when making product and marketing decisions?
Two Types of Opposition
There is a difference between organic opposition and target opposition.
Organic opposition stems from decisions, but the result is either unknown, underestimated, or unforeseen. In recent years, Disney, Chick-fil-A, and Uber are examples of brands that stumbled into opposition that wasn’t their target due to politics, social issues, and negative press.
On the other hand, target opposition is an intentional business decision, like Nike choosing to run the Kaepernick campaign and watching sales boom while riding the backlash.
Target Opposition for Everyday Brands
It’s easy to recall brands whose opposition is tied to well-publicized reputational issues. Most of the time, a brand’s target opposition is much less visible. As consumers, we’re aware of it and we simply accept it. The brand is either for me or it isn’t. Here are a few examples:
Whole Foods isn’t for the budget-conscious shopper, but it is for those willing to pay more for organic.
BMW isn’t for those who see transportation as functional, but it is for those with means, ambition, and an appetite for performance.
Rick Owens is not for those who want to blend in or spend sensible amounts on clothing.
Black Rifle Coffee really isn’t for liberal, anti-gun, urban moms, even if the coffee is good. You’ll find them at Starbucks.
Ben & Jerry’s is for socially conscious, progressive customers. Although I’m honestly not sure who would turn down a scoop.
Why Target Opposition Matters
Just as every good story has a protagonist and antagonist, every brand needs a target audience and opposition. For the brand owner, it enables:
Distinctive and resonant brand positioning
Insights that spark creative marketing
Clear, authentic messaging
Stronger customer connections
More reviews and referrals, most likely
Clarity and focus for brand managers
Premium pricing, because the purchase decision is based less on logic
Managing the Risk
Start by identifying those who don’t fit the brand simply because of product attributes. (Price, location, functional needs, demographics, etc.) e.g. Vegetarians don’t eat meat, so steer clear, Butcher Box.
Analyze complaints and negative feedback. They might help reveal your target opposition, but they might also become customers for life with a tactful response.
Monitor social media discussions where your brand faces criticism. These conversations may highlight the gap between your audience’s needs and your opposition’s objections.
For certain brands — likely well-known with active public policy programs — define those who clash with your brand values and ask: “How strong is their sentiment, and do they present an influential threat to our target audience?”
Choosing a target opposition in your marketing strategy doesn’t mean you have attack, poke fun, attack, or exert any effort whatsoever. Bold brands might choose to, but most will not.
However, many brands will have a point of view on social, political, or environmental issues. When that time comes, take the time to study your target opposition with the same sophistication, research methodologies, and commitment as your target audience.
